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The Way We'll Be: The Zogby Report on the Transformation of the American Dream ReviewJohn Zogby is by far one of the most respected and prolific pollsters and chroniclers of social changes and sensibilities of our time.In his new book "The Way We'll Be" he says that people want more than ever to be treated as individuals. He says they also want variety in the products they purchase. "They want choice, not imposition, and they are demanding to be treated as individuals," he says. I'm not sure this in and of itself is real news. But if you market to other people, it's certainly something you should know and understand. Only when you understand what people want can you successfully sell to them.
He also says that people are willing to settle for less. "Narrowing limits", he calls this attitude.
The one problem I found with the book was that the author seems to deal mostly about the current state of things and not as much about the future as you would expect. Of course, one call tell a lot about the future by the past.
What I found useful about the book is that it tells us about the consumer and the people we deal with daily. As a marketer, this information is valuable. Indeed, it is priceless. Just as politicians needs to know what motivates people, those who sell to people need to know their motivations as well.
While the book fails to tell us exactly what we might expect in the future (if that were even possible) in the way Alvin Toffler did, it is certainly a worthwhile book and one that I highly recommend.
- Susanna K. Hutcheson
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